questionpro - introduction to customer experience part 3: cx benchmarking
TRANSCRIPT
© TribeCX Ltd 2017
David HicksCEO TribeCX Ltd
QuestionPro, Sept 2017
Introduction to Customer Experience:Aligning Your Organization Through CX Benchmarking
Vivek Bhaskaran, CEO David Hicks, CEO
Speakers
Customer Experience intelligence software to build better customer relationships with people who are your customers to grow customer lifetime value
Founders : Globally recognised leading CX Practitioners
Best practice CX calibration & capability development
CX toolkit & remote support
Practitioner led : outcome focused
Calibrate your CX @ www.TribeCX.com
TribeCX: Brief Intro
Agenda: Practical advice to get into action
•Definition of Customer Experience
•Customer Mapping
•Customer Metrics
•Benchmarking
•Next Steps
Overview: Customer Experience - Definition
Customer experience is “a blend of a company’s rational performance
and the emotions evoked in all the interactions with the customer, across
all touch points”
Consistently great experiences don’t happen by chance.
They are the outcome of deliberately designed customer journeys.
The challenge is to get the entire business aligned behind a purposely designed experience that is persistently and consistently delivered
Customer Experience - Definition
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel”.
- Maya Angelou
Design for emotions
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Purposefully designed end-to-end CX drives improvements in:
• Business Efficiency• Customer Effectiveness
Customer Experience Leaders Outperform
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Customer ExperienceLaggards -38.7%
S&P 500 Index 16.2%
Customer Experience Leaders 45.1%
Customer Experience Laggards-38.7%
Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research 2007 – 2016 Customer Experience Index studies. Comparison is based on performance of equally – weighted, annually adjusted stock portfolios of Customer Experience Leaders and Laggards relative to the S&P 500 index.
Fix
Standardise
Embed
Time
Cu
sto
me
r e
xp
eri
en
ce
qu
ali
tyTactical actions are not enough: It ALL needs to work
Functionally driven tactical
Experience improvements
will only get you a limited way
Concerted cross business effort to
purposefully design Experience and
align the organization to deliver it
Optimise
Develop core CX capabilities
Source: Bain & Forrester 2016
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Most organizations have a long way to go
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Just start…it’s a journey!
Strategy/Vision
Tactics/Design
Ethos/Culture
Learning/Feedback
© TribeCX Ltd 2017
The Emirates Journey
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Customer Experience is now a Competence -not a Function
Customer Experience is now in our DNA
A Perfect Product
Delivered by Caring People
In a Timely Fashion
Supported by Effective Problem Resolution Processes
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Staying in front:
Co-creation Differentiation Premium Pricing
20© TribeCX Ltd 2017
Like to read more …?
REPRINTH03D2OPUBLISHED ON HBR.ORG DECEMBER 28, 2016
ARTICLECUSTOMERS
The Most Common Reasons Customer Experience Programs Fail byRyanSmithandLukeWilliams
Join TribeCX Linked in group
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The CX approaches used by successful companies:
Metrics
Mapping
Benchmarking
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© TribeCX Ltd 2017
DIFFERENTIATE!
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Poll Time!
TribeCX : 4 Key Areas
• Distillation of global leading CX practitioners ”how to” advice
• Practical / action / outcomes focused
• Agnostic / objective
• Largest database of CX capabilities globally 16+ countries
Goal: equip and inspire the organization to do this for themselves
HOMECHOICE
AREAS DIMENSIONS
THE TRIBECX ENGAGEMENT MODEL
Defin
e
vision
Create
strategy
Align
organisation
VISION
DES
IGNCULT
URE
LEAR
NING
TH E
TRIBECXENGAGEMENT
MODEL
TribeCX’s model explores four areas of the customer experience eco-system where Vision, Design, Culture and Learning are harmoniously aligned to deliver best-in-class experiences. You can’t do one without the other.
This personalised report illustrates where your organisation sits against these areas, and where you compare with other organisations (benchmarks).
Vision: direction and purpose – ‘why we do things’. It aligns customer experience strategy across the organisation, both internally and externally.
Design: answers the question ‘what we do’. It directs the activities of customer experience implementation and delivers efficiency in execution.
Culture: defines ‘how we do things’. It creates the right mindset and behaviours to deliver on authentic experiences.
Learning: sharing ideas for continued improvement. It ensures organisations continuously better themselves.
Focus
growth
Design
experience
Enable
change
Inspire
mindset
Rew ard
behaviour
Energise
Engage and
sense
Connect
the dots
Ignite
growth
BENCHMARK ASSESSMENT REPORT
August, 2015
Important to HomechoiceHomechoice Benchmark
100500 100500
© TribeCX Ltd 2017
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TribeCX : Building the Benchmark
© TribeCX Ltd 2017
Overa
ll R
esp
ondent Vision
Design
Culture
Learning
TribeCX
Benchmark
Jan 2016
Multiple cross-business CX Maturity Assessment –identify and share best internal practice
Now
Next
Later
Calibrate and build your CX Road Map
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Take the Free TribeCX CX Readiness Assessment! (after webinar)
Want to learn more?
Just starting
Already underway
Expert
Global vibrant community on LinkedIn to learn more
Our site www.TribeCX.com
© TribeCX Ltd 2017
It only works when it all works!
We can help:
Best practice CX calibration & capability development
CX toolkit & remote support
Practitioner led : outcome focused
Calibrate your CX @ www.TribeCX.com
Questions?
David Hicks
Tel: +1 347 227 5182
www.tribecx.com@TribeCX
London Office HQSuite 1307, 601 International House,
223 Regent Street, London, W1B 2QD, EnglandT: +44 7940 344924
Dubai OfficeSuite 313, Building 10, Dubai
Media City, Dubai, UAET: +971 4 390 1997
New York OfficeSuite 14D, 171 East 84th StNew York, NY 10028 USA
T: +1 347 227 5182
Vivek Bhaskaran
www.questionpro.com@QuestionPro